Pieces of coverage in 12 months
Twisted Automotive was established in 2000, but founder Charles Fawcett’s lifelong passion for the Defender began much earlier.
The business specialises in creating small numbers of bespoke, re-engineered Defender for a discerning and accomplished global audience. Everything Twisted does is focused on protecting and celebrating the Defender heritage; it’s their mission, it runs in their blood.
Our challenge was to convey this passion and build brand awareness. This was to ultimately drive enquiries and sales but also to position Twisted Automotive as an employer of choice and an established business both at a local Yorkshire level, and nationally.
Coupled with this we had a focus on raising the profile of founder, Charles Fawcett to show him as a serious player in the vehicle aftermarket – both nationally and internationally.
Media and influencers were key to driving advocacy and recommendation. Where possible we needed audiences to experience the brand first-hand to help drive brand love through events and exclusive experiences. Word-of-mouth was also important to activate wider circles of influence.
We put a robust press office programme in place that reached all segments of the media – from the motoring pages of the nationals, through to farming and country pursuits magazines.
We engaged with journalists and influencers to convey product news and developments, launches, business-interest stories, other announcements – while ensuring that Fawcett’s voice was added to relevant narratives.
Journalist test drives and vehicle loans have been a key activity driver alongside supporting events such as the Geneva Motor Show and Goodwood Festival of Speed.
In a 12-month period we secured over 120 pieces of coverage across all media tiers and successfully connected key motoring influencers with the vehicles through loans and test drives. Media outreach has resulted in 7.5 million opportunities to see with all secured coverage, including 100% message delivery and calls to action.
Key pieces included 1 national broadcast (BBC News) during the Geneva Motor Show, 31 business, 18 national (all broadsheets and two tabloids) and 15 pieces of coverage in consumer motoring media.
Secured six test drives with titles including Forbes, Evo and Auto Express, and engaging with more than 50 national motoring journalists – with more scheduled into 2020.
This contributed towards Twisted selling 11 of its Remake History Collection with more orders placed.